Swatch, the Swiss watchmaker long celebrated for its playful style and innovative advertising, is making headlines in the UK and globally. In August 2025, the company faced a wave of criticism and was forced to pull its latest campaign after accusations of racism triggered significant backlash in both China and Europe. This report explains what happened, the implications for Swatch’s reputation, and how the event fits into the wider conversation about responsible advertising.
The Controversial Campaign: What Sparked the Outrage?
Earlier this month, Swatch released a series of advertisements for its Essentials Collection. Central to the controversy was an image in which an Asian male model appeared to pull the corners of his eyes upwards, a gesture widely condemned as echoing the offensive “slanted eye” stereotype historically used to mock Asians. The image was immediately called out on Chinese social media as perpetuating an insensitive and racist trope.
The backlash was swift and intense. Social media users demanded an apology and called for a boycott of Swatch products. Critics highlighted that although the advert was part of a global campaign, its impact was particularly harmful in East Asian markets, where residents have faced historic discrimination linked to such imagery. These concerns were quickly echoed across the UK and Europe, with anti-racism advocates and British consumers expressing disappointment that such an oversight had occurred in 2025.
Swatch’s Response: Apology and Withdrawal
Swatch moved rapidly to stem the growing crisis. In a statement shared across key markets—including the UK—the company wrote: “We sincerely apologise for any distress or misunderstanding this may have caused.” The advert was promptly pulled from all channels, and Swatch vowed to review future campaigns for cultural sensitivity and inclusivity.
Swatch’s apology, posted on both Instagram and the Chinese social media platform Weibo, emphasised that the company “treated the matter with the utmost importance and had immediately removed all related materials worldwide.” Despite these steps, many remained unsatisfied, with some commentators asserting that an apology could not fully address the harm caused.
Market Reaction and Business Impact
For a global brand like Swatch, the consequences were swift. Swatch has a significant commercial interest in Asia, with the region accounting for around 27% of its group sales last year. Following the advert controversy, shares in Swatch Group dropped by 2% to 135.70 Swiss francs, indicating real investor concern about the potential impact on brand reputation and future sales.
It is not the first time a Western brand has faced similar issues. Notably, luxury companies such as Dolce & Gabbana and Dior have experienced international boycotts and calls for regulatory action after releasing culturally insensitive adverts in the Chinese market. For Swatch, this incident comes at a time when the company is also dealing with an 11%–14% decline in annual revenue, driven in part by “persistently difficult market conditions and weak demand for consumer goods overall” in China.
The Role of Advertising Watchdogs
The controversy has reignited discussion in the UK about the standards of advertising and the responsibilities of global brands. British advertising regulators, including the Advertising Standards Authority (ASA), routinely advise companies to apply rigorous checks to promotional materials, especially those that will appear across multiple cultures and regions. Industry insiders suggest that even simple creative decisions—such as gestures or poses—warrant robust consultation to avoid offending audiences.
Swatch’s blunder serves as a warning of the speed and scale of modern global outrage. The power of social media ensures that adverts quickly come under scrutiny, and any missteps can damage brand equity in a matter of hours. British critics have argued that international campaigns should involve greater collaboration with local advisors to reflect the diverse experiences and expectations of global audiences.
Swatch’s Marketing in the UK: A Wider Perspective
It has partnered with sporting events, run engaging digital campaigns, and built a brand persona marked by colour, fun, and affordability. Swatch’s efforts to connect with younger audiences through social media and celebrity endorsements have been a cornerstone of its marketing approach. UK campaigns have typically celebrated diversity and embraced a sense of playful modernity.
British audiences continue to seek brands that not only offer stylish and reliable products, but which also demonstrate sensitivity and awareness of contemporary social values. Recent surveys indicate that 61% of UK consumers place high importance on a brand’s ethical record and cultural inclusivity. The advert incident risks undermining this trust and could drive potential buyers towards competitors perceived as more attuned to British sensibilities.
Lessons Learned: Moving Forward
In response to this global backlash, Swatch has pledged to consult more widely with multicultural teams and to increase internal training on diversity, equity, and inclusion. British industry leaders see this as a necessary step for any brand wishing to preserve its reputation and grow its customer base in a multicultural society.
As Swatch works to move past the controversy, the episode serves as a reminder of the expectations now placed on international advertisers. In 2025, brands operating in the UK and worldwide must hold themselves to high standards of social responsibility—not just to avoid costly mistakes—but to ensure they reflect the respectful and inclusive world their customers demand.
Final Thoughts
The Swatch advert controversy is more than a marketing mishap—it reflects the challenges brands face in a connected, multicultural world. For British consumers and businesses, it carries a clear message: responsible advertising and cultural awareness are no longer optional extras, but essential to success in today’s marketplace.
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